Marketing Chapter 31 (Branding) – Flashcards
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national brands
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(producer brands) it is owned by a national manufacturer or by companies that provide services
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packaging
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the physical container or wrapping of a product
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mixed bundeling
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when two or more complimentary products are packaged together
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trademark
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a word, symbol, device, or a combination of these elements that is given legal protection by the federal government
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co-branding
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a strategy that combines one or more brands in the manufacture of a product or in the delivery of a service
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generic brands
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products that do not carry a company identity
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brand licensing
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a legal licensing agreement for which the licensing company receives a fee, such as royalty, in return for the authorization
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label
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information tag, wrapper, seal, or imprinted message that is attached to a product or its package
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descriptive label
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this type of label gives information about the products use, construction, care, performance, and other features
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cause packaging
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when a company uses a package to promote a social or political cause
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private distributor brand
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also called private brand, store brand, dealer brands, or private labels, are developed and owned by wholesalers and retailers
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aseptic packaging
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this incorporates a technology that keeps food fresh for months without refridgeration
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brand extention
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branding strategy that uses an existing brand name to promote a new or improved product in a companies product line
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brandmark
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recognizable visually and does not need to be pronounced
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mixed branding
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a combination of manufacturer, private distributor, and generic brands
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grade label
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type of label that states quality of product
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price bundeling
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when two or more products are placed on sale for one package price
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brand name
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a word, group of words, letters, numbers, that represent a product or service
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tradename
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the legal name that a company uses when it does business and is used to promote a positive image of the organization
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brand
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name, term, design, symbol, or combination that identifies a product or service that distinguishes it from its competitors
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environmental packaging
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packaging that is designed to be eco-friendly
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brand label
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this type of label gives the brand name, trademark, or logo
